An Unconventional Path to Successful Branding
November 29, 2003 The Alchemist opens in Waterbury, VT “You can’t open a brew pub in Waterbury, no one goes to Waterbury to drink”
our mantra was: FOCUS ON COMMUNITY FIRST, the rest will follow
This served us very well. By focusing on the quality of our beer, food, service and community outreach, we created a loyal following. We were extremely popular with locals. Soon, through word of mouth, people from all around the region came to visit us. This was the start of beer tourism in Vermont.
In 2009, we sold Heady Topper in a package for the first time. Over 500 bottles sold out in less than 2 hours. We knew it was time to start thinking about a production facility. We didn’t want all of our eggs in one basket . We didn’t know how critical this decision was at the time.
Sunday, August 29, 2011 Tropical Storm Irene wreaks havoc on Waterbury
Monday, August 30, 2011 the first cans of Heady Topper rolled off our new canning line less than 1 mile from our flooded pub.
There was no time celebrate. We were also dealing with the aftermath of Tropical Storm Irene. Just down the road…
Cleanup was dreadful, but it was impossible to feel sorry for ourselves. Thousands of Vermonters lost their homes.
Once we had flood cleanup under control and our new production facility was running smoothly (about 4 weeks after flood) we started planning a couple of fundraisers for Waterbury- both for financial needs and a much needed morale boost for our beloved community.
And then Heady Topper mania happened… We thought it would pass.
Illegal Sales/ Authorized Retailer
Pop Up Truck Sales
Today “You can’t open a brew pub in Waterbury, no one goes to Waterbury to drink”
Why is The Alchemist Brand Successful? QUALITY EMPLOYMENT BRANDING UNIQUE, AUTHENTIC messaging
Highest QUALITY from start to finish- raw ingredients, process, packaging, delivery
A meaningful, engaging and vibrant employment brand is critical for successful business.
Be genuine and honest, but most important, be unique in your employment branding efforts. You will attract like minded people who will be passionate about the employment you provide.
Humor and authenticity before stock images, meaningless quotes and corporate speak language about mission statements.
Don’t be Afraid to make it PERSONAL People want to know what it is like to work for you.
AUTHENTIC and UNIQUE MESSAGING
HONKY- Belgian style white ale PANTY DROPPER- hibiscus IPA UNCLE DADDY- ale made with pumpkins OLD BALL & CHAIN- a wedding beer
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